Mars: Pup Syndrome

This case study shows how Pedigree, a dog products brand, promoted its social platform and increased brand equity in Russia by focusing on the social misconception towards people with Down Syndrome.

Advertiser: MarsAgency: BBDO Russia groupCountry: Russia

Objectives

Pedigree is the leader of the Russian dog food market. It has been in the market since 1993 but despite many years of communication Russian consumers were linking Pedigree only with rational product-based associations and did not interact with the brand at the emotional level (1).

Figure 1. Top-of-Mind & Unique Associations with Pedigree

The launch of the global “Feed the Good” platform in 2015 gave Pedigree an opportunity for a deeper emotional interaction with people. As the platform was giving an important role to the social purpose...

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